How eBay has been reading shoppers' brains to understand consumer cravings

Online marketplace eBay has stepped offline and into reality with an experiential event that invites customers to find out what kind of shopper they really are.

Combining science and art, the e-commerce platform has launched the Inspiration Zone where customers are set up with an electroencephalogram headset, which detects electrical activity in your brain. For 20 minutes, shoppers’ reactions to art – provided by Saatchi Art – are measured to create a custom shopping list.

Bradford Shellhamer, head of personalisation and engagement at Ebay, told The Drum: “We want to spark a conversation with British consumers. It’s baffling to think that there are parts of the brain that are unlocked and could potentially crave something that you can’t articulate verbally.”

While the brand stated the experience was more than a PR stunt, it will not be using the data for any future marketing or advertising campaigns.

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Jenny Cleeton

Jenny Cleeton is The Drum's video and social media content creator working across the The Drum's digital platforms based in London. She produces, films, presents and edits the title's social video output while also reporting on the creative marketing sector.

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